April 25, 2013 Henriette Weber wrote:

4 powerful real-time newsjacking casestudies

There has been so much discussion about the way brands engaged events and people in real time. There is a lack of newsjacking casestudies. So we’ve been digging up some cool examples on the internet, just for you.

While there will always be opposing contentions about which form of media deliver the most ROI (both return on investment as well as return on involvement) one rule is set in stone: no matter how much you plan ahead, no matter how strongly integrated your campaign may be, there’s no better and cheaper way to cut through the clutter than to improvise creatively, take risks and create business artistry.

Although improvisation is a dangerous idea for those who lack the courage to think, see and embrace Business unusual in ads – responding to events in real time, as they unfold, and hooking your brand into people’s primal emotions and needs in a way that support your brand proposition – is the most powerful form of marketing. Even though it’s not newsjacking on a large scale, there is a form of media platform takeover, that we on one side think is fantastic, and on the other side, hope that the beholders are ok with. Both for the sake of the people watching but also to create good-will for the brand.
Here are some real samples of newsjacking casestudies that made the tiger bow to the ground in deep respect.

First of our newsjacking casestudies: Sumo wrestler appears to assault spectator in clever stunt

Showing the crowd of spectators at sporting events is no big deal. But when DEVK, the German insurance brand hijacked that big screen showing the actual crowd of spectators during a football match with an advert that’s supposed to be a real life event, the result is inspiringly brilliant. At half time, a half-naked sumo wrestler showed up on the screen clambering down the benches, held a fan and ripped off his shirt with a tagline, “How do you explain that to your insurance company?”
Of course, the incident is just a simulation, pre-produced and then inserted into live stream. But the desired effect is spot-on, and the brand surely settled inside the head of everyone in attendance long after the match. Maybe you think it’s fantastic because it haven’t been seen before, or maybe you get slightly offended because the ads appears somewhere you’re not used to, anyway: talk about marketing brilliance. Remember, there’s no such thing as bad PR right ?

2nd of our newsjacking casestudies: Frozen cinema stunt

Getting to the movies in winter to relax and unwind is something we almost always do. But what would you do if the heater is turned off and the cinema is freezing cold? You get the nearest blanket fittingly provided to keep yourself warm. And, instead of immediately watching the movie you paid to see, you get to see first the documentary of everyday plight of homeless people struggling to keep warm in the cold and hear their comments of incredulity at the prospect of a freezing cinema. And while you fidget to the edge of your icy seats in vain attempts to keep warm, you get to witness their casual amusement when they found out that the temperature wasn’t low enough at 8 degrees Celsius. It’s nothing, the homeless people nonchalantly intoned on the wide screen; it gets really cold at 0 degrees Celsius, making you gag at the painful prospect.  The punch line – “Come on… don’t bother the people at the movies” – spoken with dignity and compassion by an anonymous homeless with a scraggly beard.
The stunt was done to raise funds for the homeless and a sizeable donation was made right on that theater through QR codes written on the distributed blankets. The idea soon spread and brought lots of media attention. Wow.

3rd of our newsjacking casestudies: New taxi meter stunt spreads brand’s fuel-saving technology

Translating a new technology into a real world scenario is sometimes needed just so people can quickly grasp its benefits. That is precisely the case for the automaker Seat with its Brake Energy Recovery System which collects energy lost when a car brakes, and then reuses this energy when the car accelerates again – saving on fuel. To promote and illustrate the concept in concrete terms, a creative stunt was staged where taxi passengers saved money off their fares whenever the car brakes were applied.
The system was connected to the taximeter so every time the driver hit the brakes, the meter ran backwards. To create this video, cameras were hidden inside the taxi and random passengers were picked up all around Dusseldorf.

4th of our newsjacking casestudies: Musical earmuffs

Running a marketing campaign is always hard in an open society. But imagine the difficulties if you run your campaign in highly stratified societies and the problems are increased a hundredfold. But Vodafone India went through the seeming insurmountable hurdles with ease using simple and practical solutions.
The event campaign targeted the largest religious festival in the world, visited by over 100 million people. Held during the harsh winter month of January, musical earmuffs with the Vodafone logo playing devotional music were distributed among thousands of attendees from diverse socio-economic backgrounds who gratefully wore such vital winter accessory – helping the brand penetrate some of the most inaccessible segments of Indian society at minimal costs.

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